Weekly Newsletter - 04.09.2024

Unilever may sell two skincare brands, Jennie Garth joins Perricone MD, and top face washes for 2024

Author

Skincare Unboxed
September 05, 2024 • Estimated Reading Time: 5 minutes

Retail media networks (RMNs) are revolutionizing the beauty industry, with Ulta Beauty and Sephora leading the charge. As digital customer acquisition becomes more costly, RMNs offer a lucrative alternative by leveraging first-party data to drive sales. Ulta's UBMedia, launched in Spring 2022, and Sephora Media are prime examples, providing brands with direct connections between ad spend and purchases. These platforms enable beauty brands to hyper-target customers, enhancing visibility and conversions.

Jacob St John, CEO of Navigo Marketing, emphasizes the importance of integrating Amazon, Ulta, and Sephora into a cohesive online retail strategy. He notes that consumer behavior is consistent across these platforms, making it essential for brands to manage them collectively. This approach optimizes ROI and ensures a seamless customer experience.

Emerging brands, often hesitant due to cost concerns, can benefit significantly from RMNs. By partnering with experts like Navigo, they can achieve high efficiency and ROI with strategic targeting. Retail media is not just for big brands; indie brands can also leverage these networks to stand out and grow.

Looking ahead, RMNs are expected to grow exponentially, with eMarketer forecasting a rise from $46 billion in 2023 to $109 billion in 2027. As Ulta and Sephora continue to innovate, the beauty industry will see increased competition and opportunities for growth through these powerful advertising channels."

Unilever is considering selling its Kate Somerville and Ren Clean Skincare brands, part of its Unilever Prestige division. This move follows significant internal changes, including leadership departures and job cuts, aimed at streamlining operations and focusing on core brands. Unilever has not confirmed these reports.

FOSPHA

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

To learn more about the current measurement challenges and emerging solutions in this evolving landscape, read the full article here.

QVC

Actress Jennie Garth is the new brand ambassador for Perricone MD, promoting their skincare products on QVC starting in September. Garth, a longtime user of the brand, will educate consumers and attend events. Perricone MD praises her alignment with their philosophy and her influence on their target demographic.

The Strategist

The article reviews the best face washes for various skin types, emphasizing the importance of choosing the right cleanser to maintain skin health. Recommendations include Cetaphil for overall use, CeraVe for oily and dry skin, and Neutrogena for acne-prone and sensitive skin. Expert insights and product details guide readers in selecting suitable options.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.